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Den komiska ungdomspolitiken: En kvantitativ och kvalitativ analys av politiska ungdomsförbunds kommunikation på TikTok
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2024 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Comic youth politics : A quantitative and qualitative analysis of political youth associations communication' on TikTok (English)
Abstract [en]

The purpose of this thesis is to increase the understanding of political party organizations' digital communication by investigating what and how Swedish political youth associations communicate on TikTok. The purpose is realized through a case study of two youth associations, Moderata Ungdomsförbundet (MUF) and Sveriges Socialdemokratiska ungdomsförbund (SSU). The material is collected from a three-month period (November 1, 2023 - January 31, 2024) and the method of the thesis is a combination of quantitative multimodal content analysis and thematic analysis. The theoretical framework provides an understanding of the youth associations' conditions and expectations as an organization, as well as the media logics and norms that they need to adhere to in their communication. In the result it became clear that what the youth associations communicate differs. The most frequently communicated content from SSU consisted of entertainment content, closely followed by political content. MUF mostly focused on political content, but entertainment was also seen. Like previous research, only a small part of the material consisted of personal content. In terms of how the youth associations communicate, there was a similarity in that both associations used a comic style frequently, something that is typical for the platform and thus becomes a way for the youth associations to adopt the current style on TikTok. Similar to previous research, however, there was a lack of interactive tendencies on the part of MUF, which the platform invites. SSU appeared to use the interactive style in about half of the material. Similar to previous studies, we found that both SSU and MUF were diligent users of affordances such as music, audio, text, hashtag and location features. Tendencies we could see in how the youth associations communicated were also that they use platform trends and vernaculars frequently, which differs from previous research. We could thus state that both youth associations showed an adaptation to the platform dynamics. 

Place, publisher, year, edition, pages
2024. , p. 45
Keywords [en]
TikTok, youth associations, media logics, field theory, platform logic, symbolic interactionism, parasocial relations, affordances, vernaculars
Keywords [sv]
TikTok, ungdomsförbund, medielogik, fältteori, plattformslogik, symbolisk interaktionism, parasociala relationer, affordanser, vernaculars
National Category
Media and Communication Studies Media and Communication Studies
Identifiers
URN: urn:nbn:se:umu:diva-223051OAI: oai:DiVA.org:umu-223051DiVA, id: diva2:1849788
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2024-04-16 Created: 2024-04-08 Last updated: 2025-02-17Bibliographically approved

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Citation style
  • apa
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  • en-GB
  • en-US
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Output format
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